Ambush marketing

WHAT IF SOMEBODY CRACK DOWN YOUR WELL DEVELOP PLAN WITHIN A MINUTE??

An attack from Hidden Position

BUSH

AM

INTRODUCTION

“A form of parasite, feeding off the goodwill and value of the organization, they are trying to deceive the public into believing they support. Like leeches, they suck the lifeblood and goodwill out of the institution.”

(Michael Payne, Former Marketing Director, IOC)

Origin

French verb embuschier"ambush marketing”

-Jerry Welsh (1980s).

Ambush MarketingEVENT

pay sponsorship fee BRAND A (Sponsor)

associate themselves w/o

paying

BRAND B (Non-Sponsor/

Ambusher)

Ambush marketing: HUL's last-minute surprise foxes P&G

Ever wonder who the official sponsors of the World Cup are? 

If your answer is Nike and Pepsi, it is apparent that you’re under the spell of ambush marketing.

AMBUSH

MARKETING

Meaning of ambush

"an attack from a hidden position"

What is it????

advertisers associate themselves with capitalizing on a particular

event without paying any sponsorship fee.

Types"Direct" ambush marketing”

during the Heineken, UEFA European championships, 2008, Heineken in an effort to ambush Carlsberg’s official sponsorship.

"Indirect" ambush marketing” The Open Championship, 2008, Bentley set up a line-up of the Bentley cars outside Hill side Golf club which is adjacent to the Royal

Birkdale "Incidental” ambush marketing” Speedo earned a considerable attention from media as result of success of swimmers wearing LZR racer swimsuits. This portrayed Speedo as official sponsor of the Beijing Games thus creating confusion in the market.

Impacts

Increasing cost of sponsorships

Transgression on the intellectual property rights

Abided Laws

Copyright Law

The Emblems and Names (Prevention of Improper Use) Act

Evidences

Remarkable Indian acts

All is fair in love and war, so

Thank you!!